Kellogg's seeks weight-loss claim for cereal in Europe

By Allison Cerra

NEW YORK Kellogg's is seeking approval from the European Food Safety Authority for verbiage that denotes the its products help consumers lose weight.

The wording, which reads "can help to reduce body weight, can help to reduce body fat, can help to reduce waist circumference," currently is awaiting approval under Articles 13.5 and 13.1, which allow weight health relationship claims for generic ready-to-eat breakfast cereals and parallel article claim applications, respectively.

“We are very confident about our scientific evidence having conducted clinical trials around the world, and having peer reviewed studies in our portfolio," said Marta Baffigo, public affairs director Europe for Kellogg’s to NutraIngredients.